Ke Mana Arah Program Malaysia Kitchen?

MENGEMBARA ke beberapa negara memberikan banyak pengalaman kepada penulis tentang kepelbagaian dan keunikan budaya dan masyarakat dunia.

Tanpa menumpukan tempat-tempat menarik yang wajib dikunjungi semata-mata, penulis yang berkunjung ke Eropah baru-baru ini turut merasai makanan popular seperti piza dan pasta di Rome, Itali dan paella di Barcelona, Sepanyol.

Selain itu, terdapat banyak restoran Barat lain turut bersaing menjamu selera termasuk restoran yang menghidangkan makanan Asia seperti China, Jepun dan Thailand.

Jujurnya, penulis begitu sukar untuk mencari restoran Malaysia di Rome dan Barcelona terutama di Prague, ibu negara Republik Czech.

Keadaan ini sangat berbeza ketika singgah ke London, United Kingdom yang mempunyai banyak pilihan restoran yang menghidangkan makanan Malaysia.

Penulis berkesempatan menjamu selera di beberapa restoran Malaysia seperti TukDin, Delima, 54 Pinang dan Melati.

Semua restoran tersebut menyertai Program Malaysia Kitchen (MKP) yang diambil alih oleh Perbadanan Pembangunan Perdagangan Luar Malaysia (Matrade) pada 2009.

Namun bagaimana dengan hala tuju MKP dalam mempromosikan makanan Malaysia di luar negara terutama selepas memperkenalkan Kempen Dapur Malaysia Global?

Jangka panjang

Ketua Pegawai Eksekutif Matrade, Datuk Noharuddin Nordin berkata, MKP menggunakan restoran Malaysia sedia ada di luar negara bagi mempromosikan makanan Malaysia dan pada masa yang sama mempromosikan restoran berkenaan.

“Ini merupakan inisiatif jangka panjang dengan kerjasama restoran Malaysia yang bukan sekadar pameran atau aktiviti promosi makanan tempatan.

“Sehingga 15 Mac lalu, sebanyak 559 restoran Malaysia di 31 negara menyertai MKP,” katanya kepada Mingguan mStar, baru-baru ini.

Noharuddin berkata, jika bukan kesan jangka panjang maka akan wujud masalah dalam menentukan minat atau pembelian makanan Malaysia itu secara berterusan.

“Sebagai contoh, kalau kita buat pesta makanan Malaysia secara besar-besaran di London selama seminggu dan berhenti setakat itu saja, bagaimana pula dengan pengunjung pameran yang berminat untuk mendapatkan makanan tersebut tanpa perlu menunggu lagi acara seumpama itu pada masa akan datang?

“Justeru, setiap aktiviti MKP membabitkan restoran Malaysia di 31 negara seluruh dunia agar pengalaman merasai makanan Malaysia itu berterusan,” katanya.

MKP terbuka kepada semua restoran yang menghidangkan makanan Malaysia sama ada dimiliki oleh rakyat Malaysia, rakyat asing atau usaha sama antara kedua-duanya.

Menurutnya, jika MKP sekadar bergantung kepada restoran milik rakyat Malaysia semata-mata, perkembangannya tidak mungkin berjumlah 559 restoran sehingga kini.

“Kenapa kita tidak gunakan restoran lain yang turut menghidangkan makanan Malaysia. Ini adalah peluang dan jika tidak, rugilah MKP,” katanya.Klik link di bawah untuk membaca artikel penuh :

http://www.mstar.com.my/mingguan/cerita.asp?file=/2011/3/21/mstar_mingguan/20110321111046&sec=mstar_mingguan

Malaysia Kitchen Restaurant Guide in UK

Restaurant guide to the 90+ Malaysian restaurants in the UK and packed full of recipes, events and promotions for you to enjoy. Whether you’re new to Malaysian cuisine or a die-hard fan, there’s something for everyone to sink their teeth into.

Click here for the details :

http://www.malaysiakitchen.co.uk/MalaysianRestaurantGuideUK.pdf

Malaysia Kitchen Programme helps increase overseas restaurants by over 40%

SUBANG JAYA (Sept 4): The number of Malaysian restaurants overseas has seen a 42.5% increase since the Malaysia Kitchen Programme (MKP) – which aims to promote the country through its cuisine – was relaunched in 2010.

Minister for International Trade and Industry Datuk Mustapa Mohamed said the MKP, which is under the Malaysia External Trade Development Corporation (Matrade), has been successful in helping to increase the number of restaurants worldwide from 454 in 2010 to 647.

The restaurants are located mainly in Australia (207), the United States (84), Britain (64), New Zealand (46), Indonesia (46), the Philippines (27), Thailand (27) , China (25), Canada (24) and Hong Kong (20).

“Malaysian restaurants abroad can not only help local businessmen become successful but also serve as ambassadors to promote Malaysia as an attractive investment location and tourism spot, “ said Mustapa on Monday evening when announcing MKP’s progress and local restaurant Kelantan Delights’ plans to expand to London under the programme.

Kelantan Delights, which has two outlets in Malaysia, has been operating for 15 years. The London outlet, which is scheduled to open in January, will be on Baker Street.

The minister said that he was confident that the restaurant has the experience to be successful in the London market.

“London is a very tough market, and it’s not easy to survive, but I am confident that with the expertise of this group they will do well in London,” he said.

The MKP, which was first launched in 2006, had been placed under various agencies and ministries before ending up under Matrade in 2009, where it has evolved to become a national branding initiative.

The programme also offers financing for up to 90 percent of the project costs, inclusive of three months’ working capital, to help Malaysian entrepreneurs who want to expand their restaurant business overseas. The financing programe, which is offered with the support of Export-Import Bank Malaysia Berhad (EXIM Bank), has been running for four years.

Kelantan Delights chairman Sabri Ab Rahman said that the government help was “God sent” as it makes it possible for them to expand at a larger scale and at a faster rate.

Sabri also added that the company hoped to expand to four outlets overseas within the next two years, all of them serving authentic Malay food.

Datuk Adissaidikin Ali, the managing director and CEO of EXIM Bank, said that the loan was available for Malaysian-owned companies that fit the eligibility requirements.

One of the specifications of the loan is that the restaurant must serve Malaysian food, which is defined on the bank website as “food that is traditionally and customarily consumed by Malaysians.”

http://my.news.yahoo.com/malaysian-kitchen-programme-helps-increase-overseas-restaurants-over-040618559.html

Malay Taste Week at Westfiled Stratford City, UK

Frequently Asked Questions

A. Eligibility

1. Who may apply for the Malaysia Kitchen Financing Facility?

Any Malaysian who has at least a 1 year experience in managing a restaurant overseas or 3 years in managing a restaurant in Malaysia. The business must be Malaysian owned by at least 51%.

2. What if the Malaysian partner does not have the experience but the local partner does?

The application may be considered provided the Malaysian partner resides in the country where the business is and jointly manages the business. Evidence that the business is capable of serving Malaysian food is required e.g. employment of Malaysian chefs or the foreign partner himself is passionate on Malaysian food and has Malaysian cooking experience.

3. Will a Malaysian who is a Permanent Resident overseas be eligible to apply?

Yes, as long as he/she does not renounce his/her Malaysian citizenship. 

4. Is there any requirement that the company applying for the facility be registered in Malaysia?

An overseas registered company may apply provided that the Malaysian shareholders hold a minimum of 51% of the shares.

5. Would EXIM Bank consider applications for opening a restaurant under a franchise?

Yes, the franchise must be Malaysian-owned and originates from Malaysia.

B. Financing Amount

6. How long does it take for my loan to be approved?

Within 21 days from the date that EXIM Bank has received the complete documents needed. 

7. Is there any minimum and maximum amount of loan?

There is no ceiling amount of loan. As long as the project is “viable” and the cash flow is measurable and justifiable.

8. What type of expenditure can be financed?

A) Capital Expenditure

Renovations including furniture, fixtures and fittings

Table wares

Kitchen equipment such as the stove and other cooking equipments.

Leasing deposit Pre Opening cost

B) Working Capital

Purchase of raw materials and supplies

Staff salary

Utilities

Rental of premises and staff accommodation

C) Soft Cost

Legal fees

Auditor’s frees

Insurance

Franchise free

Deposits

Work permits

Staff uniform

Broker’s commission

9. Is there a minimum percentage for Malaysian menus?

There is no minimum percentage of Malaysian menus to be served. However, Malaysian food must be served. Malaysian food is defined as food that is traditionally and customarily consumed by Malaysians. Fusion food is allowed in addition to Malaysian food. 

10. Is there a condition that the chef must be Malaysian?

The chef may or may not be a Malaysian. If a foreign chef is employed, he/she must be capable of preparing Malaysian food. Evidence of this must be shown, e.g. the chef has a certificate of formal training in Malaysia or has experience in preparing Malaysian food. 

11. Is there any condition for halal food to be served?

No. 

12. Would home businesses or peddlers/hawkers be eligible?

The business must be located at and operated from a permanent business address. 

13. Is there a minimum percentage for Malaysian décor?

There is no minimum requirement on Malaysian décor. It is at the owner’s choice. However, the décor should portray a Malaysian ambiance. 

C. Disbursement & Repayment

14. How would EXIM Bank disburse the loan amount?

For the capital expenditure portion, disbursement will be made progressively or lump sum to the Supplier/Contractor upon progressive/full completion of the project. Disbursement may be made directly to the Customer on a reimbursement basis evidenced by proof of payment made. For working capital, disbursement will be made directly to the Customer.

15. How is repayment of the loan made?

Repayment will be made directly to EXIM Bank in Ringgit Malaysia based on EXIM Bank’s monthly billings. Any excess or deficit in payment due to the exchange rate differences shall be credited or debited in the next billings.

16. What are the documents required before we can submit the application to the financing facility?

The following items are crucial before submitting the application:-

• Readily completed forms with the supporting documents;
• Identification of the business location;
• A comprehensive business plan;
• Detailed market study of the business surroundings;
• Profile of the management; and
• Other documents deem fit by EXIM Bank.

17. What happens if the project stalls and how would the bank help?

Various avenues are available such as rescheduling, restructuring or additional injection of loan.

18. Will EXIM Bank consider approving the loan before the lease agreement is signed?

The Bank may consider approving the loan based on the draft of the lease agreement. The terms of the lease is required for our due diligence process. The execution of the lease agreement will form part of the condition precedent to disbursement of loan.

19. Does EXIM Bank offer an Islamic facility under Malaysia Kitchen?

Yes, we have an Islamic facility for the Malaysia Kitchen financing. The menus served must be halal.

20. Can I apply the loan before securing a place?

You will have to identify the place of business before applying the loan. The location is vital for our due diligence process.

21. How and where can we get the application form?

The application form may be obtained from our website www.exim.com.my or from our Head Office in Kuala Lumpur. Alternatively you may call for us to email the form to you.

What is Malaysia Kitchen Programme?

About

Malaysia Kitchen for the World is a global initiative of the Malaysian government that aims to educate and inform consumers about Malaysian cuisine and Malaysian restaurants throughout the world.

The Malaysia Kitchen Programme (MKP) is a programme aimed at promoting Malaysian restaurants overseas, by creating demand for Malaysian cuisine through an integrated, holistic and multi-pronged promotion programme in collaboration with restaurant operators.

The main objectives of the MKP are ultimately to increase patronage of Malaysian restaurants operating overseas as well as increase exports of processed food, food ingredients, and agriculture produce and to attract tourists to Malaysia.


Promotion Strategies

Strategies to promote Malaysian restaurants and cuisine:

Capitalising on existing Malaysian restaurants overseas including franchise;

• Integrated campaign promoting Malaysian restaurants overseas; 
• Promotion campaigns in cities where there is a critical mass of Malaysian restaurants; 
• Leveraging on all touch points which covers various types of restaurants from fine dining, bistro, café, fast food and takeaways to cater for all market segments which includes the upper and middle class, executives, students, tourists, families and office workers; and 
• Associating Malaysian cuisine with intellectually stimulating experiences by incorporating elements of knowledge, history, art, culture, creativity, innovations and lifestyle.

Benefits

1- Promotional Support

• Focused in public relations (PR) initiatives lined-up under the Malaysia Kitchen Programme which include reviews by well-known personalities, travel writers and novelist as well as evaluation by international restaurant rating agencies; 
• Featured in the Malaysian Kitchen portal and promotion collaterals to create awareness about the restaurants; 
• Exposure in international gastronomic events such as trade shows, cookery programmes and demonstrations.

2 - Financial Facilities

Export-Import Bank of Malaysia Berhad (EXIM Bank) provides financing facilities through the Malaysia Kitchen Financing Facility (MKFF) to assist Malaysian entrepreneurs in obtaining credit/financing facilities for the purpose:

• Opening of new restaurants overseas; 
• Expansion of existing restaurant or opening of new branches; and 
• Development of Malaysian food ‘franchise’ internationally.

Application Form

http://www.exim.com.my/sites/default/files/malaysiakitchen_facilities_24072013_1_0.pdf

For enquiries, please contact :

Malaysia Kitchen Secretariat,12th Floor, East Wing, Menara MATRADE,
Jalan Khidmat Usaha, Off Jalan Duta,
50480 Kuala Lumpur, Malaysia.
Tel : +603-6207-7273 / 7272/ 7266 / 7269
Fax : +603-6203-7024
Email : mkp@matrade.gov.my